Craft9 min read
The three second hook, explained with a sandwich
Every video gets a trial before it gets a chance. Here is how we win the first three seconds, with a little help from a club sandwich.
#hooks#video#craft
Theo Lindqvist
Head of Video
The Updraft journal · read it on the bus
Notes from the weather desk
Forecasts, playbooks and case notes, written by the people who make the posts. Every one of them short enough to finish before your coffee goes cold.
8 stories found
Forecasts8 min read
Forecast: what the feed wants in early 2027
High pressure over people who sound like people, rising series, and a cold front moving through glossy content with nothing to say.
Read the story: Forecast: what the feed wants in early 2027
Playbooks9 min read
A month of content in one afternoon (yes, really)
The batching system we teach every client in month one. One hour of thinking, four hours of filming, one evening of editing.
Read the story: A month of content in one afternoon (yes, really)
Playbooks5 min read
Count replies, not likes
Likes are polite applause. Replies are people choosing to talk to you. Here is the number we report first, and how to grow it.
Read the story: Count replies, not likes
Craft5 min read
Your brand voice is stiff. Here is the stretch.
Five warm-up exercises for a brand that sounds like it was signed off by six people. Because it probably was.
Read the story: Your brand voice is stiff. Here is the stretch.
Case notes5 min read
How a jar of chilli carrots got 2.3 million views
Eleven seconds, one jar, no talking. The story behind the quietest viral video we have ever made.
Read the story: How a jar of chilli carrots got 2.3 million views
Culture5 min read
Why behind the scenes keeps beating the polished stuff
Our data says the crew eating cold pizza between takes outperforms the campaign they were shooting. Here is why, and how to use it.
Read the story: Why behind the scenes keeps beating the polished stuffIncoming, 4 new notifications
Rather we wrote about your brand?
Every case note started as a conversation. Tell us what you are working on and we will send a free forecast within 48 hours.
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9:41
Tuesday, the day it took off
- I
Instagram
now
Your reel passed 100K views
And it is still climbing. Someone call your mum.
- T
TikTok
2m
@ninawearsthings commented
who made this?? i need it in my life
- M
Messages
6m
312 people sent your post
That is the good kind of word of mouth.
- U
Updraft
11m
Next week’s forecast is ready
Three trends worth jumping on, one to skip.